Your campaign objective, optimization goal, and bid strategy work together to tell Meta who to show your ads to and how to spend your budget. Getting these right is critical to campaign performance.
Campaign Objectives
AdStellar supports three campaign objectives:
| Objective | Best For | What Meta Optimizes |
|---|
| Traffic | Driving visitors to your website or app | People most likely to click or visit |
| Leads | Collecting leads via forms or your website | People most likely to submit information |
| Sales | Driving purchases and revenue | People most likely to buy |
Choose the objective that matches your actual business goal. If you want purchases, use Sales — even if you think Traffic would be cheaper. Meta’s algorithm is most effective when the objective matches the desired outcome.
Optimization Goals
Within each objective, you choose what specifically to optimize for.
Traffic
| Goal | Description | Default |
|---|
| Landing Page Views | People who load your page (not just click) | ✓ |
| Link Clicks | People who click your ad link | |
| Reach | Maximum unique people per day | |
| Conversations | People who start a conversation | |
Leads
| Goal | Description | Default | Requires |
|---|
| Lead Generation | People who submit a lead form | ✓ | Facebook Page + Lead Form |
| Offsite Conversions | People who convert on your website | | Meta Pixel |
| Link Clicks | People who click your ad link | | |
| Quality Calls | People likely to make a quality phone call | | Facebook Page |
Sales
| Goal | Description | Default | Requires |
|---|
| Offsite Conversions | People most likely to purchase | ✓ | Meta Pixel |
| Value | Maximize total conversion value (ROAS) | | Meta Pixel + Purchase events |
| Link Clicks | People who click your ad link | | |
| Reach | Maximum unique people per day | | |
Bid Strategies
The available bid strategies depend on whether you use Campaign Budget (CBO) or Ad Set Budget (ABO).
With Campaign Budget (CBO)
| Strategy | How It Works | When to Use |
|---|
| Highest Volume | Meta spends your budget to get the most results with no cost cap. | Starting out, or when you care about volume over cost. |
| Cost Per Result Goal | Meta targets a specific cost per conversion. May spend less if it can’t hit the target. | When you have a target CPA and historical data. |
| Bid Cap | Hard maximum bid per auction. Most restrictive. | When you need strict cost control. |
With Ad Set Budget (ABO)
| Strategy | How It Works |
|---|
| Lowest Cost | Meta gets the most results for your budget (no cap). Default. |
| Cost Cap | Meta targets a cost per result. May underspend. |
| Bid Cap | Hard maximum bid per auction. |
| ROAS Goal | Meta targets a minimum return on ad spend. Requires Value optimization. |
CBO vs ABO
CBO (Campaign Budget Optimization / Advantage Campaign Budget) — Budget is set at the campaign level. Meta distributes it across ad sets based on performance. Best when you want Meta to shift budget to top performers.
ABO (Ad Set Budget Optimization) — Budget is set per ad set. Each ad set gets its own fixed budget. Best when you want equal budget distribution or specific per-audience budgets.
Meta has been pushing advertisers toward CBO (now called “Advantage Campaign Budget”). Both options remain available in AdStellar, but CBO is generally recommended for most campaigns.
